US cultivated meat company GOOD Meat announces the retail launch of a new product, GOOD Meat 3, at the frozen section of the premium meats specialist Huber’s Butchery in Singapore.
GOOD Meat has been producing and selling its chicken in the city-state, by releasing limited quantities in fine dining establishments, food delivery apps, hawker stalls, and the Bistro of Huber’s Butchery (throughout 2023). However, for the first time since its approval three and a half years ago, cultivated meat will be available for customers to buy and cook at home.
“This is a historic day, for our company, for the cultivated meat industry, and for Singaporeans who want to try GOOD Meat 3“
GOOD Meat 3 is said to be a lower-cost formulation using just 3% cultivated chicken that offers the same “delicious” taste, texture, and experience as conventional chicken. It will be available for the remainder of 2024 and will be priced at SGD$7.20 for a 120-gram package.
Josh Tetrick, co-founder and CEO of Eat Just, the parent company of GOOD Meat, shares: “This is a historic day, for our company, for the cultivated meat industry, and for Singaporeans who want to try GOOD Meat 3. Before today, cultivated meat had never been available in retail stores for regular people to buy, and now it is.”
An epicenter of market testing
According to GOOD Meat, sensory testing has yielded exceptional feedback on GOOD Meat products on taste, texture, and appearance using this hybrid formula. But now, consumers will have a say beyond testing, tastings, and limited restaurant offerings. Until now, only chefs have prepared cultivated products, including the Bistro at Huber’s Butchery and two other restaurants in the US.
Andre Huber, Executive Director of Huber’s Pte Ltd, comments: “People will have the opportunity to prepare the product the way they want and experience how it can fit into their home-cooked meals. We look forward to hearing feedback from our discerning customers so that we can work with GOOD Meat to continuously improve the product.”
Ryan Huling, Senior Communications Manager at the Good Food Institute APAC, comments on GOOD Meat’s launch: “You’d be hard-pressed to find a better place to conduct such real-world research than Singapore. With its famously multiethnic population and renowned culinary culture, the Republic already serves as an epicenter of market testing and R&D within the conventional food space.”
Making affordable products
By incorporating a smaller percentage of cultivated chicken alongside plant proteins — an ingredient consistently used in GOOD Meat’s cultivated chicken products — the products are more affordable, a challenge of the emerging industry.
Huling adds, “By dramatically reducing per-piece costs through hybrid formulations, cultivated meat companies can sell to a larger share of the population while they work to scale up manufacturing volumes. Indeed, many analysts believe there is no path to cultivated meat scaling up or approaching price parity without exploring such intermediary steps along the way.”
A new era of meat production
In the announcement, GOOD Meat highlights the progress made by countries like Singapore and South Korea in advancing a new era of meat production in contrast to the actions of US states, Florida and Alabama, to criminalize the sale of cultivated meat, a move “that threatens consumer freedom and hinders innovation.”
Tetrick adds, “This year, we will sell more servings of cultivated chicken than have been sold in any year prior. At the same time, we know there is much more work to be done to prove that cultivated meat can be made at large scale, and we remain focused on that objective.”
GOOD Meat 3 will officially launch tomorrow, the 16th of May, as part of the company’s grand re-opening after an extensive renovation.
